David Jones a frontrunner in accessories race

The country's fashion in the fields entrants will be able to choose from a plethora of high-end international and local accessories brands following the re-launch of David Jones' cosmetics hall.
David Jones general manager of footwear, women's accessories and childrenswear Sacha Laing said the slick presentation of the refurbished hall - which opened as Spring Racing Carnival reached fever pitch with a much-fanfared party on October 28 - would place fashion accessories labels alongside cosmetics for the first time.
"For us the Bourke Street [Melbourne] store represents the latest expression of who we are in terms of the house of brands and allows us to showcase many international and national brands in their own environments," he said, adding the mix of cosmetics and accessories reflected global trends.
To coincide with racing season, the hall launched with a racewear and millinery destination and would follow this throughout the year with seasonal events and designer collaborations to coincide with the Melbourne calendar. These would form just part of a strongly differentiated "total brand offer", he said.
Featuring up to 250 brands - including such world renowned names as Prada, Burberry, and Bulgari, the department store's accessories offer included handbags from Chloe, Mulberry, Georgio Armani, Ferragamo, Escada and Bally; watches from Tag Heuer, Longines, Raymond Weil and Gucci as well a broad-ranging jewellery offer and ancillary accessories including small leather goods.
Bags from local brands Mimco, Oroton, Jag, Annapelle and Cellini would be supported with their own concept areas, while sunglasses would be showcased in individual installations dedicated to international brands including Chanel, Gucci, Georgio Armani, Dior, Fendi and Dolce & Gabbana as well as local brands including Morrissey and Oroton.
The hall was designed as an easy shopping environment in which the brand was hero, Laing said.
"Walking into the store the brand signage on the boutiques is very clear; designed to make the customer comfortable and the fixtures are arranged to enhance customer flow."
On whether DJ's enhanced accessories and cosmetics offer would boost overall foot traffic into the department store, he was optimistic.
"It's very early days, but we're extremely pleased with the result."
As to whether the reputed fashion accessories boom looked set to continue; "A big yes, for the very reason that the accessories market is one of the most trend driven categories. It's constantly evolving."